Cultura Gets Busy on Snickers

DALLAS Hispanic agency Cultura expects to break a Spanish-language campaign for Snickers by April after winning the assignment from the brand’s parent Masterfoods in a review earlier this month, the shop said.

“We have to get going right away,” said Juan Faura, president of the Dallas agency that is 49 percent owned by Omnicom Group.

After the Snickers work breaks, Faura expects to work on other Masterfoods brands, including M&Ms, Skittles and 3 Musketeers.

Cultura was among four finalists in the review launched after Miami-based independent Zubi Advertising resigned the account in September. Cultura reports billings of $75 million per year.

Masterfoods spent $5.5 million on Hispanic advertising in 2004 and $5.1 million through October 2005, per TNS Media Intelligence. The Hackettstown, N.J.-based company expects to double its spending on Latino ads in 2006.

Cultura joins other Omnicom shops TBWA Worldwide and BBDO Worldwide on the account after Masterfoods shifted its work from Grey Global Group last year.